What's in a Name?

I'm creating an index of all the previous issues of Resume Writers' Digest, and came across an article in the September/October 1999 issue on "What's In a Name? Guidelines for Naming Your Business." (The 1999, 2000, and 2001 issues are all available on the Resume Writers' Digest website for free download.)

The article gives a couple of key tips for naming (or renaming) your resume writing business.

1. Plan to accommodate future services. If you are planning to offer more than just resume services, you will need to make sure your company name can encompass a diverse range of services. Thomas P. Gove, president of The Original Resume, faced this challenge in 1988 when he named his company. "I had a vision of creating much more than just a resume company, something different, something unique, something 'original," he says. His company provides resume writing services, permanent recruiting services, and consulting services for businesses.

2. Pick a name that fits your niche. Choose a name that reflects the audience you want to attract, or the niche you want your business to fill.

"The name to most people does mean that they will be getting a product that reflects the trends in the marketplace," says Jean Cummings, of A Resume for Today. "People will say, "I wanted a resume for today.' No one so far has interpreted it to mean I will turn it around in one day."

3. Consider making a change if your current business name isn't working. Nancy L. Barker, previously of Busume Resumes & DTP decided to change her business name after she noticed new clients were having trouble with the name. "I think the last straw was when a recent client couldn't seem to pronounce it (even though he heard me say it so many times) and insisted upon saying 'bosom-ay.' Ack!"

Here's a link to a previous post on naming your business.

More on Naming Your Business

Like looking at your newborn for the first time, you want to make sure that the name you select for your business is a good one.

There are some key considerations, of course -- like NOT choosing a name someone else already has (see my previous post on this), and not choosing a name too close to another business name (because the website you want will likely NOT be available.

In fact, I hate to say it, but website name availability should probably be the most important part of your decision. Why? Well, it is possible to overcome a good website name, but you'll spend more time and money making that happen than if you plan ahead and pick a really good business name with a really good domain name to match.

What you're ideally looking for is either a) a good "benefit" oriented name ("Interview-Winning Resume Services," or "Get-The-Job Resume Services" or b) A completely unrelated word that you will then "associate" with "Resume Service" ("Apple Career Service" or "Dayspring Resume Service") or c) a geographically-oriented name -- presuming you never want to move -- ("Nebraska Career Services" or "Tri-City Resume Service" or "River City Resume & Career Coaching Service.")

Or, there's the "bandwagon" name -- in my case, that would be "Husker Career Services" because in Nebraska, there are literally *hundreds* of businesses with "Husker" in them (because of the University of Nebraska football team, the "Cornhuskers"). But I'm pretty sure most, if not all, of them are supposed to be paying royalties.

My best recommendation is [A], a descriptive name. A check of the thesaurus, and a couple of handy books I have called "Words That Sell" (and its companion "MORE Words That Sell" reveals some ideas:
Complete, Comprehensive, Ultimate, Acclaimed, Qualified, Ace, Professional, Awesome, Aspire, Acquire, Abundance (plenty), Abundant (plentiful), Acclaim (praise), Accord (mutual understanding), Actuate (put into motion), Acuity (sharpness), Acute (perceptive), Adduce (prove, show), Adroit (skilled), Advance... the list goes on and on.

Normally, you'd also want to pick a name at the beginning of the alphabet, because that will show up early in online, alphabetized search results (say, in an online directory), or at the top of a category in a printed Yellow Pages book.

You decide. Just be sure to make sure the domain is available, and most important, PRACTICE saying your business name -- like you're answering the phone, or introducing yourself to a prospect in line at the grocery store.

Naming Your Resume Writing Business

What's in a name?

When you're naming your resume writing business, the answer can be: Quite a bit.

Your business name is the beginning of establishing your brand. It will influence your logo, your pricing, your website name, the kind of service you provide, and much, much more. So name your business carefully.

You must also consider whether your name can be protected. There are far too many 'Resume Pro' and related names to be able to protect it.